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Facebook Engagement … or not

In reaction to the latest of Facebook’s publisher harming algorithm and product changes, I was asked by State of Digital to suggest ways to boost engagement on Facebook. In fact, the best way to use Facebook to drive engagement is to use Facebook to establish a direct relationship with your audience (the Facebook one publisher’s don’t actually own), so that you depend less on Facebook as a channel.

10. Encourage Fans to Interact via Other Channels

Brands can also use social media to encourage interaction via other more direct avenues like email.

“This newsfeed change is cause for publishers to stop building their greatest asset on borrowed land,” said Keith Sibson, vice president of product and marketing at email marketing firm PostUp. “Publishers and brands must figure out how to stop being reliant on social platforms for developing their audience. There is great reward in organically nurturing and growing audience relationships.”